This Morning has been hit with almost 200 complaints about this week's controversy over the regular Spin To Win segment.
The daily competition has been giving viewers the chance to win their 'household bills' being paid for fourth months, amid the cost of living crisis.
People watching at home hit out at the ITV show on Monday calling the competition a 'grim realty' of what millions of households in the UK are currently going through.
And today, it has been revealed that 170 complaints have been filed to Ofcom demanding an investigation is launched after angry social media users took to their droves to express their disgust with the game.
A weekly audience report by Ofcom confirmed that 170 reports were made to the broadcasting watchdog in relation to the competition on September 5, reports Daily Star.
An Ofcom spokesperson told Daily Star: “We are assessing the complaints against our broadcasting rules, but are yet to decide whether or not to investigate.”
One viewer had tweeted: "Paying for viewers' energy bills just feels wrong. Obviously it's a nice incentive, but wow, it just shows the grim reality we're all living in."
"Has it all got this bad that Holly and Phil are now giving away free energy bills on This Morning? I can't believe it honestly," someone else shared.
While a third wrote: "Grim times indeed."
On Tuesday's show, Phil told viewers that all bills would now be included after announcing the segment by saying: "Everyone's talking about it..let's play Spin to Win!"
He then added: "Our boss is incredibly generous, he's decided to increase the money to include all of your household bills.
"So that could be your mortgage, your petrol, your phone bill, your food.
"There we are, I wonder how much of that they can complain about online."
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